>> reporter: meanwhile, on the other side of the atlantic in a trendy warehouse in camden, to be exact, a different marketing strategy is being developed. >> presence, positions, awareness, profile. >> reporter: a few weeks on the job and without sarah's guiding hand, rob moss, my word robe's new marketing director is drawing up fresh tactics to help grow their customer base. >> we need to be more active in trends. we need to be more active in season. >> reporter: to do this, he's shaking up my wardrobe's old tactics. >> if it can give us reach to the right audience, it works for me. if it gives a reward mechanism to vips, that's another strong pull. >> reporter: since its launch five years ago, sarah has never spent money on advertising space, choosing instead to attract customers through pr. now that's about to change. >> really good about retaining the existing customers. now we need to ak quooir and grow the new pool of customers.